Convenience and flexibility are two recurring motifs that make successful loyalty programs possible. One way to achieve this mark of excellence is to increase the number of ways customers can easily collect and redeem rewards. Another way is to considerably expand the loyalty program’s reach, offering customers a wider range of new and exciting options.
If the brand happens to be L’Oreal, however, perhaps both customer engagement tactics can be successfully leveraged at the same time.
Not content to simply be the world’s largest cosmetics company, L’Oreal is magnifying the breadth and scope of Lancome Elite Rewards, the brand’s popular loyalty program that incentivizes customers for shopping, connecting, and sharing. CrowdTwist, a provider of multichannel loyalty and engagement programs, powers the Lancome program.
L’Oreal, the parent company of Lancome, will let customers earn new benefits and services by redeeming points with a host of related VIP partners including Gilt, DELSEY, AccorHotels, Spafinder Wellness 365, Revo, Perrin Paris, and GLAMSQUAD.
These new partnerships will now allow L’Oreal customers to complete their wardrobes, continue accessorizing, and customize their personal appearance in nearly any way they see fit. Furthermore, Lancome Elite Rewards is also unique among most loyalty programs by offering benefits for completing numerous activities beyond simple spend.
In addition to collecting points for purchasing products, customers will also be rewarded for a wide range of social media actions including connecting with Lancome USA, posting beauty product pictures on Instagram, tweeting with certain hashtags, posting reviews, and watching online videos.
Noted as the first-ever luxury brand loyalty program to do so, Lancome Elite Rewards is effectively engaging customers by incentivizing online behaviors that are already part of their daily lives.
“Lancome Elite Rewards encourages its members to earn points through a variety of activities and platforms,” said Alessio Rossi, VP, Lancome digital marketing. “We wanted to give them the same flexibility when they choose to redeem their points, so we established partnerships with premiere brands that offer our customers a variety of gifts and services for their loyalty.”
This is exactly the type of relevance and convenience that can significantly increase customer engagement, which is why many of the VIP partners have expressed excitement over the opportunity to join.
“We’re thrilled to be teaming up with Lancome, one of the world’s most esteemed beauty brands, and their exciting new rewards program,” said Steven Schneider, President of Gilt City and Gilt Business Development. “Lancome customers will now be able to redeem their Elite Rewards points and shop designer brands on Gilt.com to complete their beauty look.”
Joining and participating in the program is also easy. After signing up and creating a profile, members can earn 10 points for every $1 spent on Lancome products. For digital engagement, members earn up to 50 points by connecting with the brand on Facebook, Instagram and Twitter. And finally, they can earn 25 points every time a brand-related “favorite find” is shared through these same social media platforms.
The new dimensions of Lancome Elite Rewards promises to provide an evocative customer experience, and one that appears to be rather unique in the loyalty space.
“We are always looking for new and exciting ways to provide singular benefits to our loyal customers,” said Kerrie Hannaford, Senior VP of Sales, Distribution, Loyalty & Communication for AccorHotels North America, Central America and the Caribbean region.
And by partnering with L’Oreal through Lancome Elite Rewards, AccorHotels has certainly found one.